By Elena Sendona on September 21, 2025
LOOLAYY made a striking impression in anticipation of the Milan Fashion Week with the debut of its “Purple Intent Condensing Chapter” collection on September 25, 2025, at the historic Palazzo Visconti. The show marked the international runway debut of the emerging Chinese fashion house, helmed by designer Xiaoqi Zhang, and presented a powerful fusion of cultural heritage, conceptual storytelling, and modern elegance.
The collection was a poetic homage to the Forbidden City and its enduring symbolism. Centered around the rich tone of imperial purple, the garments reflected both the grandeur of Chinese dynasties and a forward-thinking reinterpretation of ceremonial dress. Bold silhouettes, intricate embroidery, and architectural cuts blended historical references with a modern edge, showcasing LOOLAYY’s commitment to transforming cultural memory into wearable art.
Every look on the runway spoke to the brand’s ethos of honoring the Huaxia tradition while carving out space in contemporary fashion for thoughtful, culturally rooted design. From flowing capes and regal robes to sculpted separates, the collection merged traditional Chinese craftsmanship—such as hand embroidery and textile manipulation—with innovative techniques and modern tailoring.
“Purple Intent Condensing Chapter” did more than dazzle with its aesthetic depth—it also delivered a compelling message about cultural continuity and pride. Designer Xiaoqi Zhang, also known for his work with the acclaimed SOME ZEAM label, envisioned the collection as a way to elevate Chinese ceremonial aesthetics for a global audience, giving them a fresh relevance through fashion.
Beyond the runway, the show was a sensory and spiritual experience. The presentation paid tribute to themes of harmony, ritual, and transformation—values central to traditional Han wedding customs, which continue to inspire the LOOLAYY brand. The garments were more than clothes; they were embodiments of stories, philosophy, and identity.
The show also signaled LOOLAYY’s growing role on the international stage. Backed by Shangze International, the brand has established itself as a new voice in luxury fashion, one that merges elegance with a deeply rooted sense of cultural introspection.
This collection confirmed LOOLAYY’s vision of fashion as a medium of intellectual and emotional expression. Through each ensemble, designer Xiaoqi Zhang demonstrated a mastery of symbolism and form—turning garments into metaphors for heritage, ritual, and self-identity. While the opulence of the silhouettes spoke to imperial inspiration, their modern interpretation emphasized individuality and universal beauty.
LOOLAYY’s runway show introduced a design philosophy that embraces the past while inspiring future narratives. With “Purple Intent Condensing Chapter,” the brand established a refined, introspective, and culturally authentic aesthetic that speaks powerfully to global audiences seeking depth and meaning in fashion. From the first look to the final walk, the show captured the attention of industry insiders and press alike, heralding the arrival of a designer with a distinctive voice and vision.
In the heart of Milan, LOOLAYY’s debut felt like a revelation—subtle in its grace yet profound in its message. It proved that heritage, when handled with creativity and care, can be a vibrant source of innovation.
